history of soy yogurt, soy acidophilus milk and other ... - SoyInfo Center

“Last year we sold about 550 tonnes of tofu, most of
it under a prepared form (burgers, sausages, desserts, etc);
sales of plain tofu represent about 23% in tonnage, but
only 10% in turnover. We had a total sales in 1988 of about
13,000,000 FF, and nearly no profi t (35,000 FF). This can be
explained by the fact that we had very heavy investments,
mainly to automate the production, and because we have a
policy of very reasonable prices (all those who tried to enter
the health-food market became aware of this). For 1989, we
should have total sales of 18 to 19,000,000 FF (introduction
in supermarkets, soymilk sales, sales development in
Germany, etc.). This should represent 750-800 tonnes of
tofu plus about 2,000 tonnes = 2,000,000 liters of soymilk.
We actually use only organic French soybeans, and have the
‘Nature et Progres’ organic certifi cation symbol/slogan for
all of our products, which is the best one you can have for
organic products.
“There are 27 people working in the company, half
of them being technicians with a strong professional
background (from the dairy industry, agricultural engineers,
automaticians, etc). Jean and I have 90% of the shares, 10%
belonging to people working in the company.”
The company presently has about $2 million (12 million
francs) annual sales. Bernard is the owner and head; Jean is
in PR and sales. Their main products are: 1. Tofu Burgers
(Croque Tofu) sold in 4 fl avors and eaten in France with a
sauce, not between buns like a typical U.S. burger. 2. Tofu
Sausages (Roulades de Tofu, Tofi nelle) with Sauce and
mushrooms or smoked salmon. These sausages, larger than
a U.S. hot dog, are sold 2 in a package with the sauce. 3.
Soy yogurt-like or parfait-like dessert (Soyeux), sold in 6
fl avors. They now market these products plus Tofast Soya
Paste, Tofumé smoked tofu, and Granioc (wholegrain & tofu
meatless burgers) in England, and have a nice brochure to
advertise them.
In April 1989 the company changed its legal status from
Soy S.A.R.L. to Soy S.A. (Société Anonyme), and added 400
square meters of extra cooler and storage space.
In a form fi lled out for Anthony Marrese in Nov. 1989,
Bernard noted the following production fi gures: Tofu &
Tofu Fumé 3 tonnes/week. Tofu Burgers (Croque Tofou) 2
tonnes/week. Soy dessert (Soyeux [pudding]) 2 tonnes/week.
Tofi nelle sausage 2 tonnes/week. Soymilk 30,000 liters/day
(Maximum capacity 3,000 liters/hour). Société Soy is under
a confi dentiality agreement with APV of England and Alfa-
Laval of Sweden, both of whom are supplying equipment
to them. Anthony notes that all Société Soy products are
professionally done and very good.
Update 1990 March 10. In Oct. 1989 a new syndicate of
7 large French soyfoods manufacturers was formed. Société
Soy is one of the members. In Nov. 1989 a new partner and
investor came into the company. He now owns 20% of the
stock. He is the brother-in-law of the leader of the most
powerful food group in France. Société Soy now employs
HISTORY OF SOY YOGURT & CULTURED SOYMILK 296
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about 30 people, an excellent team. Address: Founder and
Owner, Société Soy, 1 rue du Crêt de la Perdrix, 42400 Saint-
Chamond, France. Phone: 77.31.23.66.
814. Storup, Bernard. 1989. Re: The soyfoods and tofu
markets in Europe and France. Letter to William Shurtleff
at Soyfoods Center, March 3. 2 p. Typed, with signature on
letterhead. [Eng]
• Summary: “The coming competition in the soyfoods
market in Europe will be quite different from what happened
in the U.S. There will soon be no room for small companies.
The competition in the complex market with its high
population density leads most food industry companies to
have a necessary minimum critical size, and this will be more
true than ever starting in 1992 with the complete opening
of national boundaries within the EEC. From now on we
should not see the opening of small-scale tofu manufacturers
in Europe–at least not viable ones that are larger than
community scale.
In France, the soyfoods market should evolve rapidly
in two main directions in terms of products. In nearly all
cases, tofu will be used as an ingredient, and not presented as
plain tofu or soya. One major new area is dairylike products
(“produits apparentés laitiers” in French). Most big dairy
companies are now working on soy-based yogurts. The
fi rst major company to put such a product (Sojasun, major
launch in Oct. 1988) in supermarkets is Laiterie Triballat
(rue Julien Neveu, 35530 Noyal-sur-Vilaine, France. Phone:
99.00.51.01). They are mainly cheese makers and have
nationwide distribution. They also own Bonneterre S.A., the
leader in France for fresh products on the health food market.
Triballat plans to sell about 40 million x 100 gm yogurt cups
(4,000 tonnes) the fi rst year, for a total sales of about 70
million French francs (FF). The product is relatively good
but rather sugary. Last October, Triballat had a national TV
ad campaign to launch its products for 2 weeks on our 5
networks, costing about 10 million FF; another will appear in
the spring. Within a year, 1 or 2 other major dairy companies
should be on the market with similar products.
But actually the market will be much bigger for “mixed
cheeses” (made from a mixture of cow’s milk and soymilk).
Most major cheese makers are working on such products,
but nothing should be launched before at least 1 year. We
already tasted “mixed cheeses”; its hard to tell any difference
from regular cheese. The interest for dairy companies lies in
a different set of facts. It will be increasingly diffi cult and
expensive in the coming years to fi nd cow’s milk in Europe,
especially after the EEC programs cutting milk production to
reduce milk and butter surpluses. The only growing cheese
market is for low-fat cheese (growing at least 20% a year).
There is also the difference in price between cow’s milk
and soymilk. And there is such competition for cheese that
a good part of the production does not generate adequate
profi t. So everybody is looking for a market niche, and they